The cover of the box features a sleek diagrammatic illustration of the re.t.a complemented by a cyclical series of gloss-coated tampon icons that communicate movement and underscore the product’s reusability. Building on the cheeky tone of THINX’s brand voice, the phrase “better period, better planet” appears on the side. Lifting up the cover reveals an invitation: “this is the start of a new cycle” opposite an informational pamphlet.
Beneath the pamphlet, the re.t.a sits in a recessed red tray that is, itself, encased in a cream panel, presenting a cubistic representation of female anatomy that’s borne out of the dedication to surrealism that makes the THINX brand so distinctive.
The pamphlet, itself, presents clear and concise instructions for using re.t.a, as well as an infographic that explains how opting for reuse impacts the environment. The infographic’s most striking visual element is a line illustration of the planet Earth, shaped as an egg—another surrealistic wink.
Through the careful use of color, texture, and wit, the packaging for re.t.a introduces a revolutionary product in an enticing way. Here, a product designed with sustainability front of mind is presented as premium, personal, and even a bit luxurious. It brushes aside the stigma often associated with periods and period-related products. It makes the consumer feel good about something that society has long taught them to hide.